Williams announce partnership with PKN ORLEN

By Williams Racing
November 29 2018

Williams Racing today announced a partnership with PKN ORLEN, a leading player in the fuels and energy market. PKN ORLEN a petrochemical business is present in over 90 countries, spread across six continents. PKN ORLEN will have branding on the rear wing, nose, intake system and both mirrors of the FW42. In addition, their logo will appear on the drivers’ helmets, driver and mechanics overalls and on team kit.

Williams
announce partnership with PKN ORLEN

Williams Racing
today announced a partnership with PKN ORLEN, a leading player in the fuels
and energy market.

PKN ORLEN prides itself on innovation and technology whilst retaining a
strong focus on value creation. The customer-orientated petrochemical
business is present in over 90 countries, spread across six continents.

As part of the agreement, PKN ORLEN will have branding on the rear wing,
nose, intake system and both mirrors of the FW42. In addition, their logo
will appear on the drivers’ helmets, driver and mechanics overalls and on
team kit.

Claire Williams, Deputy Team Principal, commented, “We are pleased to
announce that PKN ORLEN will partner Williams Martini Racing for the 2019
season. Williams stands for technology, innovation and top-class
engineering, and these synergies with PKN ORLEN will help drive our
partnership forward.”

Daniel Obajtel, CEO and President of the Management Board of PKN ORLEN said,
“Cooperation between PKN ORLEN and Williams Martini Racing starts a new era
for motorsports in Poland, as well as building the global reach of our
brand. It is worth remembering that ORLEN Group has assets in five countries
in Europe and North America today. Our products are available in over 90
countries around the world. This means that we are looking for global
communication channels to establish an international position. Involvement
in Formula One racing is one of the most effective ways to promote our brand
through sports sponsorship, and we are delighted to be entering the sport
with Williams. With the team having just announced Robert Kubica as a race
driver for 2019, the only Pole to have participated in Formula One, we want
to accompany him on his journey back to the top.”

Reports in the country say that the company has agreed to sponsor Robert to the tune of $26 million dollars, split between 2019 and 2020. Another very reliable source suggested to me that Kubica's deal with the team was worth $17 million in 2019, which suggests that there may be other minor sponsors also involved.

FrancescFrom Joe Saward:
. . . the company has agreed to sponsor Robert to the tune of $26 million dollars, split between 2019 and 2020. Another source suggested Kubica's deal was worth $17 million in 2019 . . .

For that kind of money, he could have one arm, one leg and one eye, Claire would hire him.

ihmeGreat news! I'm surprised on how much places on the car Orlen's name will be visible.

Read approx $13.5 a year for two years.

The deal is 1+1. Anyways seems to me like SMP has paid a lot more for less exposure on the car and the team kits.

Not strange.You should compare it with Martini deal.Comming out of our worst ever season, the price for space should be the cheapest.
In conrast, SMP deal was out of a season we finished 5th with so much promise for 2018 with Paddy Lowe and DeBeer.Also there was competition from Kubica's sponsors by the time.

GunkLooking on Polish sites, Orlen have lots of promo material set to go, like a poster campaign in their petrol stations in Poland, Germany, Czech and Lithuania.
It suggests they have been working on this deal for some time.

Its rumored that the deal was initiated by Alex Wurz with his trip to Poland on 25th of july:

The rates for the PKN Orlein well are actually very good. The rear wing, wing mirrors and nose cones are fairly low visisbility spaces. The airbox is the most visible spot. It frees up engine cover and sidepods assuming rexona leave which is by no means certain.

10 million a year for rear wing and airbox is a good rate. Wing mirrors and nose are irrelevant space not big enough for any single sponsor. Like how rexona are pointlessly on the suspension arms

Mikef1The rates for the PKN Orlein well are actually very good. The rear wing, wing mirrors and nose cones are fairly low visisbility spaces. The airbox is the most visible spot. It frees up engine cover and sidepods assuming rexona leave which is by no means certain.
10 million a year for rear wing and airbox is a good rate. Wing mirrors and nose are irrelevant space not big enough for any single sponsor. Like how rexona are pointlessly on the suspension arms

But how many times on Sky Ted Kravitz went near the garages and wanted the cameraman to do a close-up on some new bits and there were many logos plastered in these areas?

I think it's not all about the tv exposure.
When people take photos of drivers in the car (for the magazines or websites) the mirrors are clearly visible.
Also during the early stage of the season suspension arms, nose cones are all the intricate areas that companies put heir logo in are being closely watched by the media for tech comparisons etc.

That doesn't change the fact that it is low value real estate that is used as a deal sweetener. The suspension arms are for on-board shots exposure. The main areas on an f1 car are airbox, engine cover, sidepod, wings and top of chassis. Everything else is disposable extra space.

Added. I also have a feeling Williams will have another reasonable sponsorship announcement before the start of the season. The sides of the chassis, top of chassis and engine cover are all available. Motorsport sponsorship is on the up, and the team has two very exciting drivers. It wouldn't surprise me at all if next year we are fairly healthy with sponsors following Martinis departure

Nose space carries a premium in the last couple of years too, with the relatively low nose it gets good TV and photo coverage (You can pay $2m for a logo on the nose this year, even with rates generally lower). Most of the tangible value comes from the activation now.

Mikef1That doesn't change the fact that it is low value real estate that is used as a deal sweetener. The suspension arms are for on-board shots exposure. The main areas on an f1 car are airbox, engine cover, sidepod, wings and top of chassis. Everything else is disposable extra space.
Added. I also have a feeling Williams will have another reasonable sponsorship announcement before the start of the season. The sides of the chassis, top of chassis and engine cover are all available. Motorsport sponsorship is on the up, and the team has two very exciting drivers. It wouldn't surprise me at all if next year we are fairly healthy with sponsors following Martinis departure

I heard some rumors that William Hill might be our title sponsor next year. It's just a wild rumor though.

EagleF1Nose space carries a premium in the last couple of years too, with the relatively low nose it gets good TV and photo coverage (You can pay $2m for a logo on the nose this year, even with rates generally lower). Most of the tangible value comes from the activation now.

Maybe side of the nose where Richard mille is on the haas but the normal logo receipt list on most f1 cars is not carrying £2mil per logo.

Otherwise that alone would be worth a title sponsorship to some teams just to cram a bunch of tiny letters on a nosecone. If that were true, force India would never have folded.

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